Why might a researcher wish to use more than one question to measure attitude toward obtaining an Amazon Prime account?
Answer to relevant QuestionsWhat is an attitude? Why do businesses place so much emphasis on measuring attitudinal concepts? What is a fundamental weakness of a constant sum or ranking scale? Describe the concept of measurement level and the four different levels of scale measurement. Provide an example where a filter-item is needed to implement branching in a survey. When might a researcher wish to randomize both question order and the order of responses? Provide an example.
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